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90% of companies participated in industry selection
In recent years, differentiated competition has become the consensus of the lighting industry. Many companies have made breakthroughs in product categories, market positioning, and internal management, and have achieved certain results. However, they suffer from the lack of a platform to display products and brands. It is also difficult to find bright spots that make business investment and brand promotion difficult. However, the emergence of industry selection has changed this situation. From the results of the survey of the companies participating in the relevant industries in Figure 1, 90% of the companies have participated in the selection of related industries. This shows that most companies are enthusiastic about the industry's selection.
Xu Jianlong, general manager of Hao Hao Lighting, pointed out that the significance of companies participating in the industry selection is not only certificates and medals, more importantly, through this platform to prove and promote themselves.
Wang Wanchuan, general manager of Xiaobailong Lighting, believes that the brand operation is the development trend of the lighting industry. The biggest feature of the lighting industry is its high visibility and influence. Through industry selection, it can increase the exposure of the company and can learn from each other's advantages. .
Selection of awards helps businesses attract and promote
Why companies are keen on industry selection? The answer can be found in Figure 2. Eighty percent of the respondents believe that as long as they receive awards in the industry, they can promote business investment and brand promotion.
An Bolu, general manager of Dongguan Baifen Technology Co., Ltd. believes that honors and awards are corporate recognition, can arouse the recognition and attention of the business to the company, and have a greater role in promoting investment. This year, 100% technology won the bid for the fourth consecutive year, "high-efficiency lighting products promotion project", the company formally seized this point in the engineering channel fanfare, while taking advantage of the advantages of engineering channels quickly cut into the traditional channels.
Mao Jihong, deputy general manager of Tianji Electric (Shenzhen) Co., Ltd., made an image metaphor to reporters. The winner is like “lubricant,†and the company is a “machine†that operates at a high speed. The company plans to spread it through professional media and to the terminal. Infiltration of the image and subtle influence on the consumer, to achieve the "machine" and "lubricant" of the coordination, so that "machine" more benign operation.
Wu Yulin, president of the Foshan Lighting Association and general manager of Kasei Lighting, believes that corporate awards do play a role in promoting investment and promotion to a certain extent, but what's more important is how to ensure product quality and service and make products more vital. And infectious. In terms of promotion, Wu Yulin also gave four suggestions: one is to make a publicity album, the other is to publish it on the company's website, the third is to indicate on investment advertisements, and the fourth is to write in the project application report.
Most Valued Companies (National and Provincial) Awards
At present, the selection activities can be divided into four major categories according to the organizers. The first is the selection of honorary titles held by the country (provincial cities), the second is the selection of industries held by mass media and industry media, and the third is the industry rating organized by industry associations. And selection, fourth is the selection activities organized by other organizations. From Figure 3, it can be seen that 53% of the respondents preferred to participate in the honorary title selection activities held by the country (provincial city), and 36% of the enterprises valued by the industry held by the media. In the industry selection held by industry associations and other organizers, the willingness of the respondent to participate is not great.
According to Mao Jihong, due to the large number of categories in the industry, the market has brought the "aesthetic fatigue" syndrome, and the award-winning effect has also shown a declining trend. Therefore, enterprises must determine according to their own needs whether or not to participate in elections and which category of selection activities. Mao general introduction, industry selection is not refined, companies should have an in-depth understanding of the organizers, according to the selection process and selection guidelines to understand the value of the selection. He believes that only the industry that adheres to the principle of “openness, fairness, and transparency†and has certain authority is worthy of standing for election.
Another set of data illustrates the current prudent attitude of companies to the industry selection. More than 80% of the surveyed companies stated that they usually decide whether to stand for election after receiving the invitation from the organizer to understand the value of the industry selection.
Sun Zhigang, chairman of Jiangmen Hailing Home Accessories Co., Ltd., pointed out that the current industry selection is too commercial in nature, lacks authority and fairness, and the effect is often counterproductive. It is also for this reason that many companies are willing to participate in the selection activities of relatively authoritative countries (provincial cities) and media.
Conclusion
Compared with sports marketing, entertainment marketing and other means, the selection of marketing is more cost-effective, not only can save a large amount of marketing costs, but also through the media's many transmissions, can be described as two birds with one stone. It is worth noting that the industry selection is an arena between companies. Enterprises should use the spirit of sports to treat selections and make the industry more healthy and more benign.
The emergence of industry selection hotlines provides enterprises with an excellent display platform and opportunities to dig deep business opportunities. Then, how do companies see the selection of the industry, what type of selection they value, and how the company promotes and publicizes after winning the selection. To this end, this newspaper launched a survey of 60 industry-selected companies in the Pearl River Delta region. The survey results showed that 90% of the respondents stated that they had participated in the industry selection, and they believed that the selection of the industry would help the enterprises to attract investment and achieve brand operation.